1. Specialty Food Store Council September 24 & 25, 2012
Roche Bros. Produce
Specialty Food Store Council
September 24 & 25, 2012

2. Mashpee First Market Place

9. Millis Store Remodel
Goal was to create a farm stand look at the entry to a conventional supermarket and “own” produce
1,300 square feet patio area – carved out of the interior of the existing store
Could not create the open air entry system that we use at our Cape store.
All loose product or hand packaged. More local emphasis in the market.
Wooden shingles for signs
Staffed the market 8 – 10 hours per day

10. Market Place Layout

11. Market Merchandising

17. Market Sales Results Sales – most recent 21 weeks – since remodel
Sales increased $11,000/week to $110,000 on average
11% increase in sales vs. store increase of 6.2%
Total Movement increased 10.4 %
Produce Distribution increased .73% to 16.7%

18. Cut Fruit

19. Benefits of Program Increase Sales Stay ahead of our competition
Decrease shrink
Use of shrink ( Melon, Pineapple & Papaya halves)
Made in-store look

20. April 2012 thru August 2012 Verse Last year
Sales
Sales Increase
G.P. $ Increase
G.P.% Increase
Cantaloupes
$101,515
($5,483)
$1,705
3.83%
Honey Dews
$39,721
$8,661
$5,126
4.35%
Watermelon
$311,323
$20,952
($8,594)
-6.34%
Mixed Fruits
$407,997
$42,967
$45,118
6.84%
Pineapples
$283,420
$18,887
$21,656
4.91%
Strawberries
$16,050
$11,133
$8,674
25.46%
Platters
$343,676
$4,887
$10,549
2.62%
Total Sales
$1,503,705
$102,006
$84,235
2.83%
6.8% Sales Increase - by executing and existing program better !

21. List of Items 16,32 & 64oz containers
Pineapples
Cantaloupes
Honeydews
Strawberries
Cantaloupe/Honeydew
Pineapple/Strawberry
Pineapple/Cantaloupe
Strawberry/Blueberry
Mixed fruit
Grapes
Watermelon
Blueberry/Strawberry/ Raspberry
Tropical Fruit
Melon Medley
Mixed Berry Cups
Mango

22. Fruit Platters
$4.99lb
Average price $12.99

23. Berry Platters
$6.99lb
Average price $18.00

24. Crystal Bowls
$19.95 ea
Six pounds

25. Fruit Cups
$4.99lb
12oz solo cup

26. Watermelon Buckets
$3.69lb
32 & 64oz containers

27. Sliced Oranges
$2.99lb
64oz container

28. Fruit Bars

29. Fruit bar sales Jan thru August 2012
Nine stores – 37 weeks
Average Sales/week: $1,100
G.P. % 39.88

30. Bag N’ Go Program

31. Benefits of Program Convenience
Customer perception of no handling by other customers
Price Point
Smaller portions
Recipe Cards

32. January thru August 2012 Total $191,000 $100,196 Sales Gross Profit $$
Guacamole Kits
$2,100
$742
Asparagus
$500
$254
Broccoli Florets
$53,000
$36,000
Cauliflower Florets
$33,000
$3,000
Golden Beets
$4,000
$2,200
Okra
$3,300
$2,000
Radishes
$7,100
Fingerlings
$1,000
Snap Peas
$46,000
$26,000
Green Beans
$1,500
Brussel Sprouts
$19,000
$12,000
Beets
Total
$191,000
$100,196

33. Recipe Cards Benefits of cards To entice customer to try new item
Try new recipe
To educate our customer on unique produce items
To offer something that our competition does not do

34. Bag N’ Go Kits Guacamole Kit Three Avocadoes One Small Red Onion Onion
One Garlic clove
One Lime
One Plum Tomato
One package Goodness Garden single serve Cilantro
Sold 320 Super Bowl weekend, Four Days

35. Bag n’ Go Items Brussels Sprout Wax Beans Shitake Mushroom
Loose Mushroom
Oyster Mushroom
Chestnuts
Radishes
Broccoli Florets
Cauliflower Florets
Guacamole Kit
Crimini Mushrooms
Snap Peas
Beets
Golden Beats
Corn
Asparagus
Pea Pods
Okra
Fingerling Potatoes
Portabella Mushrooms
Baby Bok Choy

36. 2x2 Ice Bin Merchandising
Loose and Bagged Chestnuts
Loose and Bagged Brussels Sprouts

37. Yo Dips

38. Yo Dips New line of dips made with Greek Yogurt Five unique flavors
-Blue Cheese & Fig
-Roasted Vegetable & Truffle
-Garden Herb
-Avocado & Roasted Tomato
-Kale & Bacon
Developed by Roche Bros. Chef and Produce Merchandiser
Manufactured by Cedar’s Mediterranean Foods

39. Yo Dips Launched August 31st, 2012
Dips represent a healthier way to snack
They are versatile and can be used in many applications
Yogurt Dip Tip cards are available to entice customers to try something new
Sales to date- $4,400
Units sold- 1,100